Beyond language: why translating simply isn’t enough

When brands decide to tap into multicultural audiences, the first instinct is often to translate their existing campaigns into another language. While language is undeniably essential, stopping at translation can lead to missed opportunities or cultural missteps.

At GottaBe! Ethnic, we’ve seen time and again that effective multicultural marketing goes far beyond words. It’s about connection. To build that, you need more than a new script; you need cultural insight, lived experience, and local relevance.

Here’s why translating your campaign simply isn’t enough.

1. Language ≠ culture

Translation covers the how you speak. Culture covers the what, why, and how it’s received.

Let’s say your campaign slogan has a clever pun in English. A direct translation into another language might strip it of its meaning, or worse, confuse or offend your audience. Cultural references, humour, tone of voice, and even colour symbolism can vary widely between communities.

Without a deep understanding of your audience’s values, behaviours, and heritage, your campaign might miss the mark entirely.

2. Literal translation can lead to literal mistakes

Even big brands have fallen victim to this. From slogans that don’t land, to product names that take on an unintended (and sometimes inappropriate) meaning, literal translation without localisation can dilute or damage a campaign.

By working with multicultural specialists and native speakers who understand the nuances of the culture, brands can ensure their messaging is not just translated, but transcreated, that is, adapted creatively and contextually to resonate with the target audience.

3. Trust is built on authentic representation

Audiences from ethnically diverse communities want to feel seen and heard, not just sold to. If your campaign is simply a copy-paste with translated captions, it can feel superficial or tokenistic.

Representation in your visuals, partnerships, platforms, and voice matters. Whether it’s featuring authentic talent from within the community or ensuring the imagery reflects lived realities, your campaign should signal: We understand you. We value you. We’re here for you.

4. Cultural competence drives ROI

A culturally adapted campaign isn’t just “nice to have”; it’s a proven driver of effectiveness. Research consistently shows that when people feel a brand understands and respects their identity, they’re more likely to engage, buy, and stay loyal.

At GottaBe! Ethnic, we help brands identify the right moments to show up, tailor their messaging with precision, and build long-term trust. Whether it’s Ramadan, Lunar New Year, or Windrush Day, cultural awareness adds commercial value.

5. Multicultural communities are not monolithic

Even within a single ethnic group, there can be vast differences in dialects, traditions, faith, migration history, and generational experience.

For example, a campaign targeting the Black British community must consider whether it’s speaking to Caribbean heritage, African diaspora, or those born and raised in the UK.

Understanding intersectionality, how ethnicity intersects with gender, age, religion, etc., is essential for truly inclusive messaging.

So, what should brands do instead?

Co-create with communities: Don’t assume. Involve cultural consultants, community ambassadors, and influencers in shaping your campaign.
Invest in cultural insights: Go beyond demographics and learn about audience behaviours, needs, and lived experiences.
Transcreate, don’t translate: Adapt visuals, tone, formats, and media channels to reflect your audience’s reality.
Think long-term: Representation shouldn’t be a one-off campaign. It should be embedded into your brand DNA year-round.

Final thoughts

In today’s diverse UK, multicultural marketing isn’t optional; it’s essential. But getting it right means moving beyond language.

At GottaBe! Ethnic, we help brands shift from translation to transformation. Whether you’re new to multicultural marketing or looking to deepen your strategy, we’re here to guide you every step of the way.

Let’s talk about how to make your campaigns truly inclusive. Get in touch with our team today.